3 typical Google Ads mistakes and how to fix them

I often review Google Ads accounts of prospective clients. Amazingly, most of them contain the same simple mistakes. Let’s look at the three typical mistakes of the existing Google Ads campaigns and how to fix them.

February 7, 2020
Google Ads

Hi, this is Andrey

I remember a joke from my high school days. The biology teacher asks to give example of a pattern. Here's an example. A student was transferred to a new school. After that, for the next two weeks, he kept arriving to his old school. This is a pattern in behavior. But why do I talk about patterns?

I occasionally review Google Ads accounts of prospective clients. Usually they are long-running campaigns that have stopped performing well. Amazingly, I find the same simple mistakes in most of them. Here is an unexpected and strong pattern. 

Let’s look at the three typical mistakes of the long-running Google Ads campaigns and how to fix them. They are related to conversions, ads, and keywords. 

Conversions. Usually, the accounts do have correct conversions added. But, their attribution model is incorrect. To fix this, open Tools & Settings, conversions, and open your main conversion action. Locate the Attribution model line. If it is Last click, change it to Position-based.

Next is ads, Too often I find only one ad in an ad group. Google recommends having at least three ads per ad group. To quickly fix this. duplicate your existing ad and change the headline. That’s two ads. Then, create a Responsive Search Ad. In it, put at least 5 headlines and two descriptions.

And finally, keywords. I often see 30 or more keywords in an ad group, and most of them are not even getting any views.

You want to have under 10-15 keywords in an ad group. To fix this, sort the keywords by the impressions. Impressions is the google’s name for views. Delete the keywords that have 0 or very low impressions count in the last 90 days. Also, delete close variants.

Close variants are keyword pairs like “software development” and “software developer”, “jobs for veterans” and “veteran employment”.delete one keyword from each pair. If there are still too many keywords, keep removing those with few impressions.

Now with correct conversions, three ads per group, and trimmed keywords, your account is in much better shape. The next step is to optimize your existing keywords. I do it by analyzing the search queries. Search queries are the phrases people type in Google before clicking on your ad.

But that the topic for another video. I will record it if you are interested. Just let me know.

See you next time.


Hi, I am Andrey Kisselev,
the founder of ADDI Marketing. I run  Google Ads campaigns that help businesses grow.

Connect with me on:


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Hi, I am Andrey Kisselev.
I run Google Ads for small businesses and help them grow.

Connect with me on:

Svetlana Vokueva
Go Andrey! Go addimarketing!
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